In the red corner is Italy's reigning cookie champion, Barilla's Gocci...
MILAN - In the red corner is Italy’s reigning cookie champion, Barilla’s Gocciola. Across the ring in the blue corner is the challenger, Ferrero’s Nutella Biscuit. Fight!
Ferrero is the challenger this time, launching the Nutella cookie in an attempt to crack Barilla’s leadership of the biscuit sector in Italy, where the latter has a 37% market share with products including top-seller Gocciola. The showdown is the reverse of the state of play in the spreads sector, where Barilla introduced chocolate spread Crema di Pan di Stelle in January to challenge the dominance of Nutella, which has a market share of more than 80% in Italy.“We want Nutella Biscuit to be the best-selling cookie in Italy, reaching annual sales of around 80 million euros,” Ferrero Chief Executive for Italy Alessandro d’Este said when he presented the cookie last month.
For Italians, who normally eat biscuits at breakfast, the two cookies offer a sweet snack between meals and could expand the overall biscuit market, which is currently worth 1.2 billion euros in annual sales.The two new cookies could also appeal to customers outside Italy, where biscuits are more often eaten as snacks.
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